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The roles of identity and brand equity in organic consumption behavior: Private label brands versus national brands

Author

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  • Machiel J. Reinders

    (Wageningen University & Research)

  • Jos Bartels

    (Tilburg University)

Abstract

ABSTRACT Organic brands have become increasingly important as an offering by which retailers can differentiate themselves. The current study examines the role of two key drivers (i.e., brand equity and social identification) in the consumption of organic private label brands (PLBs) and the extent to which this role differs compared to organic national brands (NBs). Using a longitudinal panel study among consumers in Australia, Canada, Germany, the Netherlands, and the US, we tested both mediating and moderating effects of brand equity, brand identification, and organic consumer identification on organic brand consumption and on organic consumption behavior in general. The results show that for both PLBs and NBs, brand equity positively influences organic brand consumption and organic consumption behavior. For PLBs, brand identification is related to organic brand consumption as well as organic consumption behavior. In contrast, for NBs, organic consumer identification influences organic brand consumption and organic consumption behavior, which suggests a difference in identity salience for both types of brands. In addition, we found that the relationship between brand equity and organic brand consumption is partially mediated by brand identification, which implies that consumers are more likely to identify with brands that have higher brand equity. Marketing implications are discussed.

Suggested Citation

  • Machiel J. Reinders & Jos Bartels, 2017. "The roles of identity and brand equity in organic consumption behavior: Private label brands versus national brands," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 68-85, January.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:1:d:10.1057_s41262-016-0019-z
    DOI: 10.1057/s41262-016-0019-z
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    2. Syed Hasnain Alam Kazmi & Muhammad Saeed Shahbaz & Muhammad Shujaat Mubarik & Junaid Ahmed, 2021. "Switching behaviors toward green brands: evidence from emerging economy," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(8), pages 11357-11381, August.
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    4. Beatriz Moliner-Velázquez & María Fuentes-Blasco & Irene Gil-Saura, 2019. "Effects of value and innovation on brand equity in retailing," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 658-674, November.
    5. Di Mascio, Rita & Fatima, Johra, 2018. "The role of identification in frontline employee decision-making," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 131-138.
    6. Marc Dressler & Ivan Paunovic, 2021. "The Value of Consistency: Portfolio Labeling Strategies and Impact on Winery Brand Equity," Sustainability, MDPI, vol. 13(3), pages 1-18, January.
    7. Rosamartina Schena & Domenico Morrone & Angeloantonio Russo, 2023. "The competition between private label and national brand through the signal of Euro‐leaf," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 6169-6181, December.
    8. Domenico Morrone & Rosamartina Schena, 2018. "The Influence of “Euro-Leaf” Logo on Consumers’ Choices: The Italian Case of Branded and Private Label Food Products," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(3), pages 134-134, February.
    9. Martinelli, Elisa & De Canio, Francesca, 2021. "Purchasing veg private labels? A comparison between occasional and regular buyers," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    10. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.
    11. Konuk, Faruk Anıl, 2018. "The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 304-310.

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